In February, Google announced the limited release of AdWords Offer Extensions, which allowed advertisers to dedicate extra real estate in their search ads to promoting in-store coupons and discounts. Offer Extensions didn’t make much of a splash when they debuted, and now it turns out they were sunsetted on November 1st.
Google posted the following alert on the support page for Offer Extensions:
Starting on November 1, 2013, we will no longer support offer extensions in AdWords. On that date, offer extensions will stop showing in your ads and offer extensions reporting will stop showing in your account. No action is required.
We recommend reviewing your campaigns to ensure your messaging continues to fit your goals. To retain offer extensions reporting for your records, remember to download campaign reports before November 1. Consider using sitelinks or Google offers to promote your deals and offers in the future.
I don’t know at this point when the alert was posted or if there was any other communication to advertisers using Offer extensions. However, on October 24, Google announced an updated self-service tool for US businesses to create Google Offers. Consumers can save and redeem offers in-store with their smartphones.
Google Offers are distributed to users who are in proximity to the advertiser’s business through Google Maps, Google+, Google Wallet and the Google Offers app and web site. Though Offer Extensions didn’t catch on, it would seem there is still an opportunity for Google to incorporate Google Offers into search ads.
Hat tip to David Szetela of FMB Media.